To help Hellmann’s take a leadership position in the better burger craze, we showed operators how having Hellmann’s at hand can attract and satisfy burger-loving guests.
Use social and mobile media, influencer marketing, radio placements and in-store merchandise to drive consumers to participating Burger Route locations to find amazing burgers in their neighborhood and for a chance to win prizes.
A variety of media prompted consumers to find a Burger Route location near them by visiting burgerroute.com. Then, when they visited the operation, in-store merchandise directed them to order a burger and share a pic for a chance to win prizes.
Burger Route was created to help launch the new Hellmann’s tabletop bottle into the commercial restaurant sector by driving consumers to participating operations.
In addition to moving product, Burger Route moved people. By creating a path between consumers and restaurants, Burger Route invested in Hellmann’s customers, helping operators attract new traffic and ultimately build their own brands.